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The Role of a Luxury Brand for the Professional Competitiveness of Brazilian Business Women

Author

Listed:
  • Irene Raguenet Troccoli

    (Fundação Getulio Vargas/Ebape)

  • Patricia Leite da Silva

    (Universidade Federal Rural do Rio de Janeiro)

  • Joyce Gonçalves Altaf

    (Universidade do Grande Rio)

Abstract

This qualitative article explores the significance of a luxury women’s shirt brand in fostering the professional competitiveness of Brazilian Generation Y women. It does this by identifying the personal values that motivate women to wear these shirts, based on the Means-End Theory. This theory was operationalized using the Soft Laddering technique and complemented by non-participant observation. The result is that these shirts play a role in securing respect – primarily professional, but also personal – from third parties for the wearers, helping them to perceive themselves as successful in their careers. This study is the first to examine the ability of a conspicuous product to provide symbolic value to consumers, and it reveals the values of Brazilian Generation Y women that can enrich marketing tactics and thereby improve products and services aimed at them. This research contributes to the literature on status consumption by studying a category of conspicuous consumption not previously investigated in Brazilian academia in terms of its capacity to imbue symbolism in Generation Y consumers through the lens of personal values.

Suggested Citation

  • Irene Raguenet Troccoli & Patricia Leite da Silva & Joyce Gonçalves Altaf, 2025. "The Role of a Luxury Brand for the Professional Competitiveness of Brazilian Business Women," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 2(21), pages 39-57.
    • Handle: RePEc:sgm:jmcbem:v:2:i:21:y:2025:p:39-57
    DOI: 10.7172/2449-6634.jmcbem.2025.2.4
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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